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    IT'SUGAR

    3.4 (51 reviews)
    ModerateCandy Stores
    Closed 11:00 am - 9:00 pm

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    Crickets
    Aly A.

    We were walking around after eating and we ran into this candy store . We all got super excited to have some sweets . When we walked we got greeted by Stacy she asked if we had any questions and if we wanted to sample any of the candy . She was so nice and attentive. We sampled a few and got a bag of mixed goodies . The store looked very organized and the way they it was set up you can tell they take pride of their store looking good . There was a lot of unique candy and cool things to look at . When in the area we would definitely come back to get more sweets .

    Cheester Cheetos!! And Cola products!
    Angie R.

    The dude and I came to It's Sugar on 06/21/21in Santa Cruz. We initially came here due to needing change for the local meters for parking and we didn't have any coins. I just wanted to buy something small to break my $5 dollar bill. However, a quick peek in for my main purpose turned into a 30 minute adventure with the dude as he was totally in dude mode and I was in legit princess mode with all the cute things like toys, candy and knick knacks some that reminded me/us of our childhood. My nieces totally would have loved this store and I wanted to get them and take them here. This is the only place I have noticed that doesn't bag their free range candies in the bins. When I was younger before the pandemic especially as I would eat candy straight from the bins sadly but maybe that's a good thing. But still I didn't do it as an adult I guess I can't and plus the store probably would not appreciate that at all anyways. The staff greeted us when entered and pretty much let us roam around freely without any distractions. We pretty much had the store to ourselves when we went shopping to the dude and I pretty much checked out everything. Eventually, realizing 30 min has gone past I reminded the dude of the main purpose and found something I can get a few coins back for the meter usage. Overall, I enjoy stopping by once in away to check out this candy shop. I almost never end up buying candy but knick knacks or something for my nieces or maybe a card or funny book. The store was very clean and organized as well. We were such kids in the store. I would love to come back and explore more of their items and take my two darling nieces here so they experience going to like their first candy stores. I know they would enjoy it as the dude and I enjoyed even at our ages!

    Lots of treats
    Mark F.

    Im a Santa Cruz Local so going into a place like this, designed for tourists, really only happened because of my wifes sweet tooth. As you can imagine buying candy by the pound in a high rent location like Pacific Ave will not be priced friendly. I will say that they have a huge selection of candies including some novelties you might not find anywhere else. One that stood out for me was the Giant Beer Mug Gummy. This thing was literally the size of a giant mug of beer but it was made from gummy candy. I personally don't see myself (or anybody else for that matter) eating one of these giant blocks of sugar. But if you wanted something like that, this would be a good place to find it. We came in around 8PM and there were 2 girls working. My wife asked a question and got a snooty answer from one of them. The store was empty although the streets were crowded for dance week. You would think that the service would be a bit friendlier but that wasn't the case this night. Im not a big fan but give'em a try for yourself!

    Tayler F.

    Very fun place to stop downtown! I love the nostalgic vibe of the place and the section of candy that I remember as a kid! They also have a huge wall of PEZ dispensers and very rare candy I've never seen anywhere else.

    Giant!
    Justin A.

    Apparently oversized = over priced! I couldn't believe how much they charge for candy. I understand buying a 1 pound reese's peanut butter cup or snickers seems cool but for crying out loud you can buy fifteen candy bars at the convenience store for the same price. The store is barely family friendly. As other reviews state, there are provocative looking pictures everywhere and they do sell some strange foreplay type items. Overall, I suppose there are a few cool novelty items but nothing to make me want to come back.

    Love L.

    We are tourist so of course on our family vacay we stopped by this candy store. The employee was super rude inattentive literally no help at all. Since there isn't any actual prices on any of the items in the store, we asked the clerk about pricing and he acted as if we were bothering him for inquiring about items we wanted to purchase. We spent $80 bucks here and I wish I didn't give them a dime of my money. Hire better clerks who have customer service skills

    LeAza D.

    We usually always come here for something sweet duh. My son wanted something surprisingly. Haha. Guess we ate to much hardly food he wanted dessert. We spent about $10 on his sugar rush.! Got a $1 on spending on a sucker for cancer patients. So that's always a plus

    Pick your own candy by the 1/4 lbs!

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    Great customer service and an amazing manager/employees! Manager is very friendly and great striking a fun conversation.

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    Page 2 of 2

    Ask the Community - IT'SUGAR

    Review Highlights - IT'SUGAR

    There were also a ton of fun containers pre-filled with stuff like gummy worms, gummy bears, sour candy etc.

    Mentioned in 2 reviews

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    Donnelly Fine Chocolates

    Donnelly Fine Chocolates

    4.6
    (240 reviews)
    0.9 mi
    $$$

    This review needs updating. I am now confident in saying that these ice cream bars ARE the best in…read morethe world and would love to be proven wrong (hey, IF a better ice cream bar exists it would have to be mind-blowingly good). It starts by them using quality ingredients. They use Marianne's vanilla ice cream, and Valrhona chocolate (a French chocolate used by gourmet chefs). You can choose milk chocolate or dark. They have a bunch of options for what you can include in your bar, including chopped almonds, caramel, and marshmallow. My favorite is #4: dark chocolate with caramel and marshmallow. It is insanely good. After each bite I am thinking "oh my god this is good." Frankly I am glad it is in Santa Cruz (and not in my town) or I might be 50 lbs heavier. I just had one yesterday and the experience is still vivid. Oh, and their chocolates (which also use Valrhona chocolate) are also damn good. And if you like brownies they've got you covered too. The guys running this place could not be nicer, which makes this place a joy to visit. This is really an exceptional place to come to and we are lucky to have it in our area. I am now a regular almost every time I am in Santa Cruz (and I come here often).

    Small shop with no tables for enjoying your sweets after purchase, but that part didn't bug me too…read moremuch since I got mine to go. A bit on the pricey side for sure, but holy cow was it delicious! My wife and I both had to be careful not to eat it all in one go. We wanted to spread out the joy of eating it. Incredible chocolate, local business, somewhat pricey. Definitely worth checking out!

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    Exterior
    Exterior
    Dark chocolate almond caramel ice cream bar
    Dark chocolate almond caramel ice cream bar
    Chocolate bars

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    Chocolate bars

    IT'SUGAR - candy - Updated August 2026

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